Gaddafi Rusli

Scale to 30+ designers to support new use cases around retail, mobility, fintech & 
e-commerce. Iterated our design processes 
to ensure we don’t lose track of our design quality and collaborative culture. Establish proper team structure, career laddering and growth plan for designers. Collaborate with product leaders & stakeholders in conceptualising the long-term vision of Setel products.

Joined as the first lead designer, as they are starting to build a new UI/UX design team. Scaled the team from 4 to 15 designers within two years (despite the lockdown), to work on various new projects & initiatives inside Setel. Led the design for new visual direction & set up design operations from zero to improve the quality of design standards and processes.

Led the project to rethink and revamp Kaodim's design language for its mobile and web product, to improve feature discovery and overall experience of the service request product. Helped to mentor and train a small team of designers to grow their skill sets and turned design into one of the important functions in the company alongside product and engineering.

Joined as the founding designer who established the original design direction for KFit (fitness subscription platform) which then turn into Fave (mobile shopping and payment app).